For many banking customers, the events of four years ago are a distant memory. Not that anyone could forget the pandemic completely, but one big effect of it — the moving away of customers from physically entering brick-and-mortar businesses — is fading quickly. For instance, one 2023 survey found that 82% of banking customers in the U.S. had been inside a bank branch in the past 12 months.

Whether customers prefer to visit their banks in person or manage their finances digitally, one fact remains the same: banks that aren’t focusing on how to put print to the best use are probably losing out. They’re not only losing out on ways to enhance their brand perception, streamline efficiency and provide personalization, but they could also be losing out on customer connection. Case in point: 80% of consumers say they act on direct mail advertisements. The effectiveness of marketing campaigns that include both print and digital ads is 400% higher than digital alone, and 92% of 28- to 23-year-olds say it’s easier to read print than digital content. Considering that banking customers say they visit a branch for a variety of reasons — for everything from general transactions to in-personal advice regarding their overall financial health — making the most of that limited time with a captive audience is key.

It goes without saying that digital assets — in the form of both digital marketing and digital banking options — are, of course, essential. With your digital strategy down pat, though, one of the best ways to promote any banking business more thoroughly is to focus on ways to incorporate the proper print elements — through things like printouts, banners and direct mail, among others —  as well. Here’s how (and more on why).

4 ways banks can use high-quality print to engage customers

The size of the print advertising distribution market is expected to grow 4.2% in 2024 (to $31.7 billion from $30.4 billion in 2023), and for good reason. Leveraging print to engage customers supports and strengthens banks in several ways. 

1. To help them solidify their image. An effective, bold print strategy can help align banking values with customer values. In fact, 56% of consumers say that they think print marketing is the most trustworthy type of marketing. Using print materials to drive home the ways that your bank works hard to provide for the needs of your customers is a great way to leave a lasting impression. For example, imagine a customer entering a bank and reading statistics from a banner that shows ways to save on traditional fees by using that bank’s services. Considering that 96 percent of consumers are looking for cost-saving measures, that one printed piece could do a lot to drive interest. 
2. To improve communication. Signage that stands out can create an emotional connection with customers, whether that’s through the direct physical contact of a flyer they receive in the mail or a banner that greets them when they enter the door. It also provides an excellent opportunity for customer follow-up, Amalfitano said. “Whether it’s a new customer, or an old customer with a new loan or investing account, people ingest information differently, and some prefer a tactile experience that only something like a direct-mail campaign can provide,” she said. “Banks that offer both digital and print communication opportunities will never miss a chance for connection.”
3. To help save money. The most effective print campaign doesn’t have to be cost-prohibitive. “With opportunities for things like reduced cost of distribution, bulk mailing prices and printing only what the customer needs versus the bulk cost of storing product in a warehouse, effective print strategies help save money,” Amalfitano said.
4. To provide opportunities for personalization. Statistics show that 69% of consumers engage with direct mail weekly, and one in three do so daily. That’s an excellent way for banks to home in on what their consumers need and look for. “Banks have so much data these days about the demographics of their customer,” Amalfitano said. “Creating targeted print campaigns that align to those demographics can be incredibly valuable.”

What to consider when looking for the right printing partner

Once you’ve determined that print is an essential part of your business, finding the right partner is the next big step. Here are some key things to consider when trying to find the right provider for your needs:

• Experience: Consider how long different companies have been around, and what they’ve done in the past to help companies similar to yours build successful print strategies. “Working with a vetted, global provider helps mitigate risk and offers more streamlined solutions in a year-over-year fashion,” Amalfitano said.
• Ease of use: When evaluating options, consider which company will provide you with the easiest, most intuitive tools that get the job done quickly and efficiently. Look for companies that offer convenient online tools for designing and ordering, as well as print-on-demand services in multiple locations that make it easy for branches across the country to get what they need fast. 
• Dedicated support and expert teams: Companies are doing more with fewer resources these days. By partnering with a trusted business that offers a dedicated account management team backed by experts, businesses can reduce their internal costs and deliver on their strategy at the same time. At FedEx Office, “we’re looking to figure out how we can actually help you execute your strategy and be an extension of your team,” Amalfitano said. 
• Longevity: Working with the right company provides peace of mind that they will be around to support your next campaign. Rather than offering one-off solutions or upselling products, a true partner will offer advice from key learnings in previous campaigns and report results which can be utilized to modify future distributions. Finding an established company to work with you brings consistency to your messaging and helps you make improvements for the long haul, rather than just one campaign. 

Consumer needs are always changing, but one thing remains the same: getting the message out about your bank’s essential products is key to keeping customers coming back. With a trusted suite of solutions you can count on, FedEx Office offers the experience and know-how that helps banks succeed. Schedule a consultation to get started on your print strategy today.